August 28, 2016

Facebook and US electoral politics

Facebook, in the years leading up to this election, hasn’t just become nearly ubiquitous among American internet users; it has centralized online news consumption in an unprecedented way. According to the company, its site is used by more than 200 million people in the United States each month, out of a total population of 320 million. A 2016 Pew study found that 44 percent of Americans read or watch news on Facebook. These are approximate exterior dimensions and can tell us only so much. But we can know, based on these facts alone, that Facebook is hosting a huge portion of the political conversation in America.

The Facebook product, to users in 2016, is familiar yet subtly expansive. Its algorithms have their pick of text, photos and video produced and posted by established media organizations large and small, local and national, openly partisan or nominally unbiased. But there’s also a new and distinctive sort of operation that has become hard to miss: political news and advocacy pages made specifically for Facebook, uniquely positioned and cleverly engineered to reach audiences exclusively in the context of the news feed. These are news sources that essentially do not exist outside of Facebook, and you’ve probably never heard of them. They have names like Occupy Democrats; The Angry Patriot; US Chronicle; Addicting Info; RightAlerts; Being Liberal; Opposing Views; Fed-Up Americans; American News; and hundreds more. Some of these pages have millions of followers; many have hundreds of thousands.

Using a tool called CrowdTangle, which tracks engagement for Facebook pages across the network, you can see which pages are most shared, liked and commented on, and which pages dominate the conversation around election topics. Using this data, I was able to speak to a wide array of the activists and entrepreneurs, advocates and opportunists, reporters and hobbyists who together make up 2016’s most disruptive, and least understood, force in media.

Individually, these pages have meaningful audiences, but cumulatively, their audience is gigantic: tens of millions of people. On Facebook, they rival the reach of their better-funded counterparts in the political media, whether corporate giants like CNN or The New York Times, or openly ideological web operations like Breitbart or Mic. And unlike traditional media organizations, which have spent years trying to figure out how to lure readers out of the Facebook ecosystem and onto their sites, these new publishers are happy to live inside the world that Facebook has created. Their pages are accommodated but not actively courted by the company and are not a major part of its public messaging about media. But they are, perhaps, the purest expression of Facebook’s design and of the incentives coded into its algorithm — a system that has already reshaped the web and has now inherited, for better or for worse, a great deal of America’s political discourse.

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This year, political content has become more popular all across the platform: on homegrown Facebook pages, through media companies with a growing Facebook presence and through the sharing habits of users in general. But truly Facebook-native political pages have begun to create and refine a new approach to political news: cherry-picking and reconstituting the most effective tactics and tropes from activism, advocacy and journalism into a potent new mixture. This strange new class of media organization slots seamlessly into the news feed and is especially notable in what it asks, or doesn’t ask, of its readers. The point is not to get them to click on more stories or to engage further with a brand. The point is to get them to share the post that’s right in front of them. Everything else is secondary.

While web publishers have struggled to figure out how to take advantage of Facebook’s audience, these pages have thrived. Unburdened of any allegiance to old forms of news media and the practice, or performance, of any sort of ideological balance, native Facebook page publishers have a freedom that more traditional publishers don’t: to engage with Facebook purely on its terms. These are professional Facebook users straining to build media companies, in other words, not the other way around.

From a user’s point of view, every share, like or comment is both an act of speech and an accretive piece of a public identity. Maybe some people want to be identified among their networks as news junkies, news curators or as some sort of objective and well-informed reader. Many more people simply want to share specific beliefs, to tell people what they think or, just as important, what they don’t. A newspaper-style story or a dry, matter-of-fact headline is adequate for this purpose. But even better is a headline, or meme, that skips straight to an ideological conclusion or rebuts an argument.

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“It’s like a meme war,” Rivero says, “and politics is being won and lost on social media.”

In retrospect, Facebook’s takeover of online media looks rather like a slow-motion coup. Before social media, web publishers could draw an audience one of two ways: through a dedicated readership visiting its home page or through search engines. By 2009, this had started to change. Facebook had more than 300 million users, primarily accessing the service through desktop browsers, and publishers soon learned that a widely shared link could produce substantial traffic. In 2010, Facebook released widgets that publishers could embed on their sites, reminding readers to share, and these tools were widely deployed. By late 2012, when Facebook passed a billion users, referrals from the social network were sending visitors to publishers’ websites at rates sometimes comparable to Google, the web’s previous de facto distribution hub. Publishers took note of what worked on Facebook and adjusted accordingly.

This was, for most news organizations, a boon. The flood of visitors aligned with two core goals of most media companies: to reach people and to make money. But as Facebook’s growth continued, its influence was intensified by broader trends in internet use, primarily the use of smartphones, on which Facebook became more deeply enmeshed with users’ daily routines. Soon, it became clear that Facebook wasn’t just a source of readership; it was, increasingly, where readers lived.

Facebook, from a publisher’s perspective, had seized the web’s means of distribution by popular demand. A new reality set in, as a social-media network became an intermediary between publishers and their audiences. For media companies, the ability to reach an audience is fundamentally altered, made greater in some ways and in others more challenging. For a dedicated Facebook user, a vast array of sources, spanning multiple media and industries, is now processed through the same interface and sorting mechanism, alongside updates from friends, family, brands and celebrities.

From the start, some publishers cautiously regarded Facebook as a resource to be used only to the extent that it supported their existing businesses, wary of giving away more than they might get back. Others embraced it more fully, entering into formal partnerships for revenue sharing and video production, as The New York Times has done. Some new-media start-ups, most notably BuzzFeed, have pursued a comprehensively Facebook-centric production-and-distribution strategy. All have eventually run up against the same reality: A company that can claim nearly every internet-using adult as a user is less a partner than a context — a self-contained marketplace to which you have been granted access but which functions according to rules and incentives that you cannot control.

The news feed is designed, in Facebook’s public messaging, to “show people the stories most relevant to them” and ranks stories “so that what’s most important to each person shows up highest in their news feeds.” It is a framework built around personal connections and sharing, where value is both expressed and conferred through the concept of engagement. Of course, engagement, in one form or another, is what media businesses have always sought, and provocation has always sold news. But now the incentives are literalized in buttons and written into software.